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Mobil Telefon Satýn Alýmlarýnda Hedonik Tüketim: Adana Örneði

Author

Listed:
  • Onur ÇELÝK

    (Adana Bilim ve Teknoloji Üniversitesi, Turizm Fakültesi, Adana)

Abstract

Geleneksel pazarlama bakýþ açýsýnda, tüketiciler elde etmek istedikleri ürünlerde somut ihtiyaçlarýný gidermeyi hedeflerken, modern pazarlama dünyasýnda ise tüketiciler somut olmayan bazý ihtiyaçlarýnýn da (psikolojik veya felsefi) tatmin olmasýný beklemektedir. Tüketicilerin bu beklentisi, pazarlama dünyasýnda kendine “hedonik tüketim” olarak yer bulmuþtur. Hedonizm hazcý tüketimdir. Bu çalýþmada tüketicilerin mobil telefonu satýn alým davranýþlarýnda hedonik tüketimin yerinin ortaya koyulmasý amaçlanmýþtýr. Bu durumun demografik deðiþkenlere ve markalara göre farklýlaþýp farklýlaþmadýðý da elde edilmeye çalýþýlmýþtýr. Araþtýrma kapsamýnda Adana ilinde kolayda örnekleme yönetimi kullanýlarak 450 kiþiden anket yolu ile veri toplanmýþtýr. Verilerin analizinde iki örneklem Ttesti ve tek yönlü varyans analizleri uygulanmýþtýr. Sonuçlara göre kadýnlarýn mobil telefon tüketiminde hedonik eðilimi erkeklere göre daha fazladýr. Ayrýca Apple ve Samsung markalarýný satýn alan tüketicilerde mobil telefonlara yönelik hedonik tüketim eðilimi diðer markalara kýyasla daha yüksektir. Elde edilen önemli sonuçlardan bir tanesi de yaþ yükseldikçe mobil telefonlara karþý hedonik tüketim eðiliminin düþmesidir.

Suggested Citation

  • Onur ÇELÝK, 2017. "Mobil Telefon Satýn Alýmlarýnda Hedonik Tüketim: Adana Örneði," Isletme ve Iktisat Calismalari Dergisi, Econjournals, vol. 5(1), pages 21-27.
    • Handle: RePEc:eco:journ4:2017-01-02
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    More about this item

    Keywords

    Hedonik tüketim; mobil telefon; tüketici davranýþlarý;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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